The Second Forum Talk Topic Essentials Live - Marketing Channels for Outdoor Sporting Goods
Q1: How does the offline activity drive sales to the store? San Fu Zhang Heng: It is very obvious. Members who participate in the event will be given a full gift. For example, the organization's large-scale cross-border activities have significantly increased the purchasing power of outdoor products corresponding to shops. As Sanfu is currently listed, it has certain requirements for profits, and it also requires the club to have revenue to do more offline activities. This is also a good way to directly stimulate consumption. Green ants Chen Xun: Green ant localization - local Xi'an. Contact with end-users is more intensive, more influence through word-of-mouth, refinement of details, more sandbox drills for offline activities, better performance of activities, and a potential driving force for brand sales. Q2: How to combine online and offline? Jingdong Wang Xuesong: E-commerce can actually cooperate with offline stores in various modes. 1) Jingdong distribution in the same city area can be directly placed in Jingdong, directly delivered by Jingdong distributors, and can be reached by the user in the same day. 2) Pay offline. Jingdong micro shop can directly see the product pictures, orders; offline can be directly delivered, and can achieve orders and promoters life-long binding, solve the distributor's distribution of benefits. 3) In the future, offline and JD.com will be fully connected to achieve real-time synchronization of inventory, and to achieve the same price on the same line, online and offline, to solve the problem of low prices for e-commerce. San Fu Zhang Heng: For the organization of outdoor activities, online can use the mobile terminal or electric goods platform to achieve information sharing, attract more groups to participate, and serve more users at one time. What the three husbands need to do more is to do a good job of doing a fine line of service and form a huge market coverage in the short term. 3. E-commerce business outdoor supplies online sales Jingdong Wang Xuesong: Doing online promotion and diversion for offline activities. 4. Discussion on Talent Training Mode and Team Construction in Outdoor Industry Gore Zhang Jingyun: Gore team has a common goal and philosophy, there are professional people to operate, a way to cultivate outdoor professionals as a professional talent; another way to cultivate amateur professional operating personnel for outdoor enthusiasts. Unenthusiastic employees are short-lived and change greatly. In the current situation, professional knowledge is needed, and it is relatively difficult for an outsider to enter the outdoors. The best way is to advance both ways at the same time. Both coexist and cooperate with each other. I think the integration of these two talents in the outdoor industry is indispensable. 5. What kind of qualities do the talents most in need of the company currently have, and how do you retain them? San Fu Zhang Heng: Two talents are needed. One is high-end talent, based on the combination of online and offline, to open up the online and offline high-end technical management talents; Second, the basic excellent manager, sales staff, have a good spirit of service. At present, the status quo through training, training a lot of basic knowledge, but the grass-roots 60% of the work in the store, the salary is not particularly satisfactory, this is the three husbands are challenging, and hope to improve through time management or other ways. Jingdong Wang Xuesong: Two kinds of employees are needed, one is basic staff, and everything can be done; another high-end professional manager can be independent. The company in which the job is offered has a growth potential for employees. Corporate culture and treatment should be decoupled. Corporate culture does not affect the future now. Green ants Chen Xun: basically do not take the recruitment route, mostly by attracting like-minded people to join the team, although the first-line sales staff large, but still a lot of sales staff and the company share the same pains. One of the internal companies is the attraction of bonuses and incentives for cultural activities. Giving employees a lot of space and opportunities, as long as there is a desire to come forward, management supports implementation. On the one hand to praise, on the one hand to give some pressure. 6. About the transformation and upgrade of retail stores San Fu Zhang Heng: Sanfu is in the process of transition to the market. Consider 3 points: 1) Product and service will be further expanded to meet the needs of multi-faceted sports such as skiing, cycling, camping, and biking; 2) Mainly under the line, combined with online, the store size will increase; 3) Activity line On the promotion and offline integration. Chen Xun, a green ant, set up an event company and used its own terminal and grounding gas to operate. The online model was still groping and he hoped to explore cooperation with brands, stores, and online platforms. Kaile Shi Zhong Cheng Zhan: Taobao conversion rate is getting lower, the cost has increased by 30%. The cost of e-commerce has been much higher than offline expenses. As a sales channel, how to reduce costs for outdoor brands? Jingdong Wang Xuesong: There are indeed some current statuses: 1. Goodwill from offline brands is used by other small brands through search. Conversion rate from 1:8 to 1:3. There is already a huge profit margin for Amoy brands, which is not true for professional brands. 2 The success rate of good fan marketing is not high. WeChat is a channel available. But even millions of fans need to look at user quality and conversions 3 Most of the larger advertising costs are small brands. So it's important for the brand's own positioning. A way to save money: Jingdong's self-supporting brand channel cooperation. At present, it has resumed self-employment with Colombia, North Face, and Kaileshi. Good wine is also afraid of a deep alley, should fully use third-party resources to quickly pull their own users, the combination of online and offline direction is positive, mainly how to combine issues. The final say and decision are still decided by the brand, not by the platform. Kaile Shi Zhong Cheng Cham: The more precious network resources are more because of the increase in the cost of business competition. It is already quite difficult to make money on the Internet (Taobao). The ultimate place to make money is offline specialty stores. Because such places can have a lot of room for development. Shops can be moved far away, and there are enough customers to create their own platform. More interesting program content, please come cool, there are big equipment lottery! Welcome to our pet collars pages.Our Pet collars include dog collars and cat collars.You'll find our latest Pet Collars Products here.We'll provide the good quality dog collars & cat collars in good quality with competitive price.We also provide pet collars vest OEM & ODM service,That means we can custom the dog puppy collars totally according to your design,logo,size and color.
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